'This is really all about men, women, power and fear.'

Over the past 100 years, there have only been three major innovations in feminine hygiene surrounding periods.

In 1931, the tampon was invented - by a man, no less.

Almost 30 years later, the adhesive strip was added to sanitary towels so they would stick to women's underwear. (Prior to that our grandmothers were wearing menstrual belts.)

And then, in the 1980s, menstrual cups became popular.

In the video above, Miki Agrawal, CEO and co-founder of period-proof underwear brand Thinx, says menstruation has been a societal taboo since, well, forever. In fact, she adds that the word 'taboo' comes from the Polynesian word 'tapua', which means menstruation.

"The most uncomfortable thing that we can possibly talk about is a woman's period, the thing that creates human life - that makes absolutely no sense," she says.

Cat Greenleaf, host for HuffPost Rise, responds: "Okay but don't you think...men are afraid of women because women have the power to create life and it's the period that allows that?

"So this is really all about men, women, power and fear."

"For sure," says Agrawal.

And this is the precise reason she came up with Thinx.

"I think because we've created period innovation that actually works for women, when women are wearing these, [period taboo] actually starts to become a thing of the past."